“When it comes to your brand, strive to be different, not
better. If you provide better service, better amenities,
better staff, will you also provide better pricing? move the
dialogue from better to different.”
feedback to therapists. involving the staff in your menu
development will ensure services are either continually
improved to meet the expectations of the guest or left
just the way they are.
5. REVISIT YOUR BRAND FILTER
your spa menu must reflect your brand. it should be
designed so a guest feels they are in your spa, enjoying
the benefits of your services, your staff expertise, your
products and your processes. your brand distinguishes
your guests’ experiences from your rivals. it is what
makes you different and unique. yet, it is easy to dilute
your brand. Since spas rely heavily on the partnership
with vendors, i am simply suggesting you work with the
vendors to tailor the services to amplify your brand.
Promoting a product or service that doesn’t support or
compliment the brand can be jarring and disjointed to
the guest.
To help keep the focus on your brand, create a brand
board. This is your brand template. it might include
words, colors and feelings that you can refer to in your
service descriptions, promotions, scripting, etc. using the
mENU LayOUT
TWO PANEL
ONE PANEL
AREA OF MOST ATTENTION
AREA OF LEAST ATTENTION
THREE PANEL
MULTI PANEL
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